Marks and Spencer: Real Women in Ads?

On one of my previous posts, I applauded M&S for its decision to give up the glossy "celeb" ( Lisa Snowden, Danni Minogue...) TV and online adverts for its women lines (apart from Autograph with Rosie Huntingdon-Whitely).   However, I think that they are far from the claim of using real women for their advertisements as if you look at the website, all the models are skinny and leggy and still impossibly pretty even if there is a definite variety of models (ethnicity).  They have mixed it up lately albeit on a superficial level but with regards to model shapes....they did not really have any "real" woman modelling.  Yes I understand models make the clothes look better but for me a curvy, around 5ft 5inch Chinese lady, I cannot really see how I would relate to a lot of what I see now.  Marks and Spencer for me has always been a bastion of fashionable clothes which  fitted my curvy shape but also looked stylish enough to get compliments without breaking the bank account.

My suggestion would be to get some ladies using the shape wear which they are promoting and see how these outfits can help women wear the clothes.  And I don't mean models but actual flesh and blood women who feel they need a little support from garments here and there to make them feel deservedly gorgeous in the dresses they want to wear.  Marks and Spencer does not and should not necessarily target the teen,  late teens/early 20s leggy fashionistas who want very trend and runway led fashion.  Their core markets as seen by the Autograph and Per Una ranges target the professional woman who do not all have leggy, sylph like figures. Their secret support range should not really be modeled by a model who for sure does not need such "secret support".  Please see below for a couple of examples:

1) Secret Support Colour Block Sateen Dress

Beautiful looking dress but I am not sure if any normal size 12 plus woman might have the same smooth lines especially with a sateen finish material that could be unforgiving on curves?

2)  Drop a Dress Size Bead Embellished Dress with Secret Support

Not sure where the secret support is needed and I am a bit unsure whether this model needs to "drop a dress size".

Please don't get me wrong....I love the idea of these dresses which are intended to give me and other ladies the confidence to wear beautiful dresses or skirts which we might originally be afraid to wear.  However, I am not sure that the current presentation is a real representation of what the garments are trying to be.  I don't feel that the models need any help and so I cannot see how effective such "secret support" would be.  There are so many pieces that I would love to try but am just a bit uninspired by the current presentation on the M&S website. (Ok, I am a bit shy of my lumps and bumps and so intimidated by the models wearing what I would like to wear!  I 'fess up and hold my hands up in the air!!)

Good start M&S but I do feel you need to try harder.  (Plus for having an Asian looking model in the shots.)  Don't get me wrong, I am already compiling a wishlist for a future post.....

Note:  Pictures come from the M&S website.

Getting Real with Marks and Spencer?

There is a constant debate about sizing in women's wear and there is a difference in actual sizing between different stores.  A size 8 in River Island may have different measurements than a size 8 at Marks and Spencer.  Also another hot debate that constantly crops up is when brands use impossibly beautiful slender models to market their clothes.  Previously, Marks and Spencer used such "celebrities" such as Twiggy, Mylene Klass, Danni Minogue and Lisa Snowden to model their clothes.  However, in my honest opinion, it was not necessarily a success.  Marks and Spencer is a stalwart of the high street with a strong traditional client base.  Having celebrities market their clothes is an important choice.  The right celebrity being the "face" of the right product can be a perfect marriage...look at Natalie Portman and Dior?  However the celebrities that M&S chose were not necessarily connecting to their core market.  Too pretty to be approachable yet not glamourous enough to promote a fantasy luxe.  Look at Boden employing the impossibly beautiful supermodel mum Helena Christensen as their face?

Helene Christensen as the typical Boden woman?

 It just doesn't quite work.  Brands such as Marks and Spencer and Boden are selling a lifestyle which people can relate to and realistically aspire to.  Looking like a supermodel is unfortunately not reachable for most of us.  Therefore I do celebrate recent attempts to use "real" women to front campaigns.  Look at Dove? Lumps, bumps and glorious curves!  Yeah!

Dove's Real Beauty Campaign

Going back to my original topic of Marks and Spencer, they have recently cast aside using model celebrities to promote their main lines of clothing and are trying to use "real" women.

"Real" Women wearing Marks and Spencer

Hmmm...not sure how real-sized they are being here as most seem to be model proportions?

More Curves and less leggy proportions please!!

 I applaud their attempts especially having more "real" women to promote their new shape wear range.  I use the term "real" loosely as they are still all impossibly beautiful and statuesque and there is not a sign of any lumps and bumps.  I am not sure if it is due to the wonders of the shape wear or whether Mr. Airbrush has been used.  

Marks and Spencer new Shape Wear Campaign

However, it is nice to see shape wear being worn by models who are not stick thin and have shapely curves.  It gives me a better idea of how the shape wear could work for me.  I do wish there was a Chinese model, but also it would be nice to have someone who was a little bit shorter modelling!  But that is me just being picky.  Overall, I am pleased to see Marks and Spencer using realistically sized models for  their new shape wear.  When you see a beautiful toned, thin model wearing "control" pants, you cannot really see how it is supposed to work for you?  Those models do not necessarily need it and the shape wear look like normal underwear....ok may be not as skimpy and pretty as Victoria's Secret but it does not really show you the "strengths" of shape wear so to speak.  You need a fuller figured model to show it off and to celebrate the product.  So nice job Marks and Spencer! 

Keep up the good work...my only note would be that a Chinese representative would be nice..hey M&S, if you ever need a curvy, short, Chinese model....give me a call.

Check out the new stuff from Marks and Spencer at www.marksandspencer.com.